ROO 8B - Marketing Operations Fletcher

Recruiting Operations Officer Course US Army Cadet Command

Marketing Operations

Dan Fletcher



•CC Reg 145-4 ROTC Marketing, Advertising, and Publicity

•Army Reg 601-2 Army Promotional

Recruiting Support Programs


Terminal Learning Objectives

• ROOs will gain a basic understanding of the locations of their Targeted Markets

• ROOs will gain a basic understanding of the components of their local marketing program



Advertising

Print AdvertisingRadio AdvertisingMail Operations

Billboard Advertising.Web Based Advertising.

Transit Advertising.Booth Space

Local Purchase

PrintingGroup Meals

Personal Presentation Items (PPI)Photo ServicesOut of PocketMemberships

Mail Operations


Working Your Targeted Markets• Mission• Climate and demographics of your campus• Market conditions• Academic calendar• Marketing campaigns• Remember your partnership campuses• Location! Location! Location!


Marketing Operations• ROOs select the event and recruiting items in the REAP

• ROO Zone is where the current and projected plans managed and executed.

• Financial responsibility is the individual who authorized or completed the purchase CC 145-4 ROTC [p. 27 (8-2/g.(1 & 2)] Marketing, Advertising, and Publicity

• Cadet Command will not make after the fact payment.

Train to Lead – We Commission / We Motivate

Marketing Support to a Recruiting Event

Recruiting Event

Flyers and Posters

Paper Ads

Radio Ads

Mail Out OPS

Radio Coverage of the Event with Group MealEvent Types

• Military Night at a game• Joint National event (USAREC)• Major College Event w/SALs

• Shirts for big games provided by ad contract

• Develop events that has people doing what you need (Rock Wall, push up test, paint ball, sprints – win a T-Shirt & Hat)

Possibilities

Train to Lead – We Commission / We Motivate

Where it starts

REAP/ROO zone


Input Local Purchase Contract-ROOZoneEvent Name is type LP contract you set up in Naming Purchase ActivityStart/End date – The date the Purchase is desired for.Display on Calendar – AWAYS ensure this is checkedCampaign – pick oneMission Set – pick oneCadre POC – input ROOClick on “+” sign next to Add New Local Purchase Cost – select purchase type. Screen cycles vendors in. Failure to identify this correctly will result in your contracts not showing in the monthly reports and therefore will not be actioned. Vendor – select vendor contract will be run with.Plan Quantity – number of items requestedPlan Unit Cost – price per item with shipping and handling per itemPlan Cost will auto sum based on input of Plan Quantity and Plan Unit Cost.Plan Man Hours – enter 1Plan Leads/Appointments/Enrollments – enter 0 for eachComments multiple items may be purchased but detailing item, price per item and shipping and handling is required. Group meals must be purchased in advance from a vendor for dates out side of funds available (Jun –Dec). NO GIFT CARDS MAY BE PURCHASED BY DOD DIRECTIVE.

Click Save button


Local marketing funds• Personal Presentation Items (PPIs)

– Prospects – cost per item must not exceed $20.00– Centers of Influence – cost per item must not exceed $30.00

Ground Truth – giving out “crap” does not recruit Cadets.

It is equally true that a “Thoughtful” PPI to a recruit

or COI may win the day


T-shirts

Two words: Walking Advertisement


Polo Sports Shirts


http://www.armyrotcshop.com/dspProductDetails.cfm/catID/59/scID/316/pID/15220


Two words: Walking Advertisement and incentive for outstanding performance, multiple Cadet referrals and recruiting event attendance.

Backpacks with your logo and contact info


Hats


Note: These along with t-shirts and sweat shirts are great ways turn your school’s maintenance guys into walking billboards.


Nalgene/Metal Water Bottle

Note: Something like this may appeal to the Scholar-Athlete-Leader we are attempting to recruit.


Note: Military-like item. Keeps a consistent theme.

Carabineer Key and “dog” tags


Courtesy and Laundry Bags

Note: Good for college/career fairs, and can pre-load bags with ROTC info. Provide them to the Admissions office to use for campus events. Also order the Army

Strong bags from ADC website.


Nice quality pen and flash drives

Note: Prospects and influencers deserve a nicer item. Customize to your battalion


Hockey Pucks

Note: For “chuck-a-puck” raffles at Hockey Games –The prize is a t-shirt or football with your logo/contact Information on it!

http://www.eaglepassproducts.com/item_information.cfm?ClearListOrder=true&CatalogGUID=18f2680e-6d0f-4d9f-be23-a5777cd3112d&SupplierItemGUID=E3F69758-F75B-45F6-8379-2199A02E826E&SuplItemNo=AT-2020&SuplDisplayNo=&clear=1&AcctGUID=A0FB3AC9-C7AE-11D3-896A-00105A7027AA&ProdNo=1&ProdName=1&Description=1


Mini LED flashlight

Note: Very popular with soldiers overseas in areas where power loss is constant.


Bistro Mug

Note: Nicer than the free mugs available on through the Recruiter Store, plus can be personalized for the

school.


Coffee cups

Note: Nicer than the free mugs available on through the Recruiter Store, plus can be personalized for the

school – secretaries love em!


Vendors example• Army ROTC Shop: http://www.armyrotcshop.com (Inspection friendly)

• Sparta Pewter: www.spartapewter.com

• MRJ Products: www.mjrproducts.com

• Integrity Products Of Sarasota: www.ssegear.com (Disabled vet owned business)

• Brucelli Advertising: www.brucelli.com


Funding Local Purchase


Components of your local marketing program

• Work with your Supply Tech to help you keep track of your money – like FOO overseas

1. Purchasing Agent – You2. Pay Agent – Supply Tech3. Oversight – PMS – It is her or his money after all – not

yours.

Keeps you honest, on track and out of jail!


Local marketing funds purchase

• Personal Presentation Items (PPIs)– Online vendor– Local vendor– Purchased with Government Purchase

Card (GPC)

• Printed Materials– Government Printing Office (GPO)– Document Automation and Production

Service (DAPS)– Purchased with Government Purchase

Card (GPC)


Non-authorized purchases• The following list of items are not authorized for

purchase –

– Hunting Knives– Any type of knife with sheath– Swiss Army Knives– Multi-function tool knives– Snap-out blade cutters– Box cutters– Corkscrews– “Pocket Workshop,” “Tackle Box Multi-tool,”

“Ultra-tool”


Non-authorized purchases• Ice Picks• Firearms• Ammunition to include shotgun shells, clips,

cartridges, or magazines• Disposable cigarette lighters• Cadre clothing • Physical training uniforms• Rental of rooms, classrooms, meeting space,

etc• Acquiring any printing from a commercial

vendor• Office supplies


ADC Warehouse• LOG-IN: After you have established an account with

your BDE Browse to http://ADC.GOARMY.COM or http://ADC.USAAC.ARMY.MIL and you will be prompted to enter your computer system user-ID and password or your Common Access Card (CAC) credentials.

• ADC Warehouse provides PPI and RPI that are funded by credits each school is allocated. These items should be utilized to support recruiting events when Local Purchase Funds are not available.

• The Host program is allocated credits based on the number of Manned Partnership schools in the program.


ADC Page


Products


MUPA : Managed Unit Project Account (See MUPA slide deck)


Magnets and Clings


Sandwich Signs at Strategic locations


Lawn Signs


Award Displays

Note: Newspaper articles – Stay in “public eye”


Displays at College Fairs

Note: Folks love the “BIG CHECK”


Components of your local marketing/advertising program

• Media advertising– Print (newspaper, sports programs)– Radio– Web– Cinema

• Direct marketing– Direct mail– E-mail

• Signage– Billboards– Campus buses

• Booth/Exhibit Space• Events – ex. Military Appreciation game


Venues• Gymnasiums• Weight Rooms • Pools• Athletic fields • Hall ways • Intersections – For people and vehicles• MTV – TV commercials• Cable News• Desks – COI giveaways• Facebook • Webpage – links – Mass e-mails with Mail

merge• Text messages – Go electronic when possible

• Think like a prospect and go where they are looking/listening!


Electronic Attack

•http://www.facebook.com/profile.php?id=779189453

• Or [email protected]

http://www.facebook.com/profile.php?id=779189453

http://www.facebook.com/profile.php?id=779189453

mailto:[email protected]


Newspaper Advertising

Freshman #5 Freshman #6

Freshman #1 Freshman #2 Freshman #3 Freshman #4


Bill Boards

Note: LOCATION! LOCATION! LOCATION!


Radio Advertising

Note: Timing and location is everything!!!!!!


Radio AdsRadio Spot - are standard advertisements approved by the U.S. Army Branding Group at DA Level. • The unit ROO must determine the following with the vendors:

Spot Length: Standard radio spot lengths are either 30 or 60 second spotsNumber of consecutive days. We will not contract for less than 5 consecutive days.Number of spots per day. We will not contract for less than 5 spots per day.Run times. Time during the day the ads will run.Ask if you can get a special rate offered by the radio vendor. Normally you can get a campus rate if a university station, or a governmental/non profit rate if not a campus station. • Adding radio Spots to ROO Zone: Start Date: date ad will run. End Date: if consecutive run dates enter last date ad will run.Plan Quantity: The total number of spots for ad (each spot is 30 or 60 seconds)Plan Unit Cost: cost per spotPlan Cost: auto sums based on quantity and unit cost for all added Comments. You must input:The copy to be used for your spot (Ad ID)Whether rate is a special rate. If not say nothing.Run times


Radio Ads ExampleMission: ROTC – Incoming Freshman 60 Second SpotFormat: :60 Live Read Radio with :15 TagAudience: GeneralAd-ID: QYAR8031LIVE ANNCR:(:45) Start taking initiative. Start paying your own way. Start becoming a leader. Start strong. Because when you make Army ROTC part of your college experience, you’ll get more than training and skills that last a lifetime. You will become a leader. Enroll in this leadership development program now and you could be eligible for a full-tuition scholarship and a stipend of up to $500 per month. And when you graduate and complete Army ROTC, you’ll be an Officer in the U.S. Army, Army Reserve or Army National Guard. Start strong with Army ROTC. To find out more, visit your Army ROTC representative.15 TAG: SCHOOL LOCALIZATION HERELIVE ANNCR: There’s strong. And then there’s Army Strong. Paid for by the United States Army.


Bus Advertising

Note: Can be expensive but highly effective depending on location(cities with heavy traffic for

example) and route.


Input Ad Contract-ROOZonePrint Ads Local ROTC Battalion ads are approved by the U.S. Army Branding Group at DA Level • Standard Ad Sizes used by the command and

contractor:-9.5 x 6.5 inches-7.7 x 10 inches-5.75 x 10 inches-5.75 x 7 inches-11.625 x 10 inches

• Rate cards determine the Ad size and price per size by per column inch (PCI)The ROO must determine directly with the vendor which standard ad size to use that will fit best with the vendor's unit of measure for the publication; So a 3 column (6 inches) by 7 inch ad is the one to use. 3 columns X 7 inches = a total of 21 column inches.


Input Ad Contract - ROOZone• Rate cards determine the Ad size and price per size by

per column inch (PCI)The ROO must determine directly with the vendor which standard ad size to use that will fit best with the vendor's unit of measure for the publication; So a 3 column (6 inches) by 7 inch ad is the one to use. 3 columns X 7 inches = a total of 21 column inches.


Other Ads

• Classified Print Ad: These are just like the ads you place when selling a car, and will run in the classified section of the publication. Same considerations as print ad but no graphics.


Other Ads• Booth Space. If you are being charged for setting

up and executing a recruiting booth you need to run a contract for payment. Local Purchase is NOT used for these type of purchases. – When coordinating booth space with the vendor,

the unit ROO must determine:• Cost: Normally each fair will have a standard

cost. (payment after the event only)• Date of the booth, and if they are consecutive

days.• Special requirements you have, such as

access to power, or size of area.


Other Ads• List of Prospects If you are being charged

for access to a mailing list, or a list of prospects you need to run a contract. Normally ROTC units are not charged for a SAL listing, but there are occasions that it does happen.


Example: University of Louisville Women v. Syracuse Basketball Military Appreciation Game

• Sean Lilly, McCann Erickson, started coordination

• Invited COIs from U of L and FT Knox Area

• 500 t-shirts purchased: 350 for lead signup, 150 to throw to crowd



• U of L Women’s team wore specialized ACU uniforms from Adidas

• Presented 4yr scholarship winners for 2010 with big check, announced Male/Female Ranger Challenge teams during timeouts/half time; radio spots

• Cost: $5,000.00• Leads generated: 171






Other Ads• Other. This is the contract used when it does

not specifically fit into the standard contract types. Some contracts run under “other” are billboards, sporting events, web page advertising that links to a method of contact, scroll board advertising, etc. We do not sponsor any events.


58

Requesting National Assets


59

Mobile theater designed to be presented from the rear of the vehicle to high school classrooms. Features state of the art DVD shows promoting Army opportunities and academic related topics. Equipped with DVD system, plasma systems, and high speed audio system to attract the American public.

CHARARTERISTICS• H2 HUMMER• Crew of 1• Equipped with a portable theater anddisplay system with DVD presentations about Army opportunities & academic related topics. Can be used as a static display during event setups.• Equipped with multimedia system

PURPOSE

Mobile Exhibit Vehicle (MEV)

EMPLOYMENT• National Targets

» Fairs» Air Shows» Sporting Events, etc

• High Schools, Colleges, & Universities

Required Recruiter/Cadre Support: 1

REQ AUTH O/H

0 6 6


60

Army Marksmanship Trainer (AMT)

CHARACTERISTICS

PURPOSEMobile simulator used to create excitement about the Army, while generating quality leads for local recruiters.

EMPLOYMENT• 40 Ft Truck/Trailer • Crew of 2 • Mobile Interactive Exhibits: » Rifle and Pistol Beam Hit Simulator» Lasershot Interactive System

• National Targets» Fairs» Air Shows» Sporting Events, etc

• Colleges, & Universities (ROTC)

REQ AUTH O/H

0 2 2



61

CHARARTERISTICS• 60 Ft Tractor/Trailer• Crew of 2 • Self Contained Classroom

» Features DVD Shows and Presentations– Army Options and Opportunities – Academic Related Topics– Special Interest Shows– College Programs Video

Travels nationwide to promote the Army’s stay in school and stay off drugs program. Featuring state of the art DVD shows about Army opportunities and academic related topics.

EMPLOYMENT

PURPOSE

Interactive Semi (IS)

• High Schools• Colleges & Universities

LIMITATIONS• Required Space: 75’ x 16’• Level Hard Surface Required• Weighs 30 Tons


REQ AUTH O/H

1 5 4


62

CHARARTERISTICS EMPLOYMENT

PURPOSEInteractive exhibit comprised of the Army's most state of the art technology, used to create excitement about the Army, while generating quality leads for local recruiters.

Army Adventure Semi (AS1)

• 60 Ft Tractor/Trailer • Crew of 2 • Mobile Interactive Exhibits: » M1A1 Abrams Tank Simulator» Global Positioning System (GPS)» M16/M9 Beam Hit Device» Flight Simulators» EOD Interactive Robotic Arm Simulator» MOS Informational Touch Screen Display






63


PURPOSE

Interactive exhibit comprised of the Army's most state of the art technology, used to create excitement about the Army, while generating quality leads for local recruiters.

Special Operations Forces Semi (AS2)

• 60 Ft Tractor/Trailer • Crew of 2 • Mobile Interactive Exhibits: » Parachute Simulator» Ground Mobility Vehicle Simulator» Unmanned Aerial Vehicle Flight Simulator» AH6 “Little Bird” Flight Simulator» Soldier & Weapons Displays» Special Ops MOS Info Touch Screen Videos» Army Game Kiosks» Dog Tag Machine



Note: Unveiled during 2005 All-American BowlRequired Recruiter/Cadre Support: 6



64

Aviation Adventure Semi (AS3)

CHARARTERISTICS

PURPOSE

• 60 Ft Tractor/Trailer• Crew of 2 • Mobile Interactive Exhibits:

» AH 64 Helicopter Flight Simulator» OH 58 Helicopter Flight Simulator» Unmanned Aerial Vehicle Flight Simulator» Aviation MOS Informational Touch Screen Videos » Air Warrior & Weapons Display» Aviation Heritage Display

Interactive Aviation specific exhibit comprised of state of the art technology, used to create excitement about the Army, while generating quality leads for local recruiters.

EMPLOYMENT• National Targets

» Fairs» Air Shows» Sporting Events, etc


Note: Unveiled in FY02Next themed van – Future Warrior Van - A team effort with PEO-Soldier




65


PURPOSEInteractive exhibit comprised of the Army's most state of the art technology, used to create excitement about the Army, while generating quality leads for local recruiters.

Future Warrior Adventure Semi (AS4)

• 60 Ft Tractor/Trailer • Crew of 2 • Mobile Interactive Exhibits: » Air/Land Warrior Display» Current/Future Warrior Display» CROWS Simulator» Static Weapons Display» Sensor Technology Station» CIE Display





Joint Effort with PEO Soldier


66

CHARACTERISTICS EMPLOYMENT

PURPOSEInteractive exhibit comprised of the Army's most state of the art medical technology, used to create excitement about the Army, while generating quality leads for local recruiters.

Medical Operations Adventure Semi (AS5)

• 60 Ft Tractor/Trailer • Crew of 2 (One Medical NCO/One Recruiter)• Mobile Exhibits: » MEDEVAC Helicopter Cutaway» Combat Support Hospital Display» Operating Room & Medical Virtual Reality» Field Dental Clinic Display» Combat Medic» Medal of Honor Display» Robotics and Future Programs

• Medical Conventions • Colleges & Universities with Medical

Programs



Joint Effort with Office of the Surgeon General


67

CHARACTERISTICS EMPLOYMENT

National Science Center Van (NSC)

PURPOSEMobile classroom for middle school audiences with the message of the importance of math and science to America’s youth.

• 60 Ft Tractor/Trailer• Crew of 2 • Mobile Discovery Center with “hands on”

scientific experiments such as static electricity, magnetism, thermal imagery, sound waves.

• Non-lead generating asset, Army awareness is its mission

• Middle Schools• Special Events ( Boy/Girl Scouts)




68

CHARARTERISTICS

PURPOSE

Golden Knights Parachute Demonstration Teams (GK)

EMPLOYMENT• 2 Demonstration Teams» 24 Parachutists & 2 Recruiters

– Black Demonstration Team– Gold Demonstration Team

Performs parachute demonstration jumps across the nation and throughout the world supporting Army accessions efforts while generating quality leads for local recruiters by making demonstration parachute jumps and conducting presentations.

• International Events• National Events• Air Shows• Sporting Events• Support Accessions Through Speaking Teams• Future Soldier Functions• Jump Into Local Events


69

CHARARTERISTICS

PURPOSE

Golden KnightsTandem Jump Program (GK-T)

Used to create excitement about the Army by providing tandem parachute jumps in support of Army public relations and accessions initiatives while generating quality leads for local recruiters.

EMPLOYMENT• Media Events• National Targets • Air Shows• Sporting Events• Speaking Teams

• 8 Parachutists • Tandem Jump Categories» CAT I (Nationally Recognized Figures)» CAT II (Influencers at DoD & State Level)» CAT III (Local VIP & Non-VIP Civilians)» CAT IV (Show Site Influencers, Local

Government, Government Service, and DoD)


70

CHARARTERISTICS

PURPOSE

Silver Wings Parachute Demonstration Team (SW)

EMPLOYMENT• Ft Benning Airborne School

Demonstration Team



Picture TBP


CHARARTERISTICS

PURPOSE

101st Parachute Demonstration Team (101)

EMPLOYMENT• 101st Air Assault Division

Parachute Demonstration Team



Picture TBP


Local marketing funds purchase• Printed material

–Government Printing Office (GPO) – A wide variety of printed products and services are available through GPO.• A list of all GPO offices nationwide

can be found at www.gpo.gov/customerservices/offices

• Requires the Standard Form 1 (SF1) to procure printing

http://www.gpo.gov/customerservices/offices

http://www.gpo.gov/customerservices/offices


Local marketing funds purchase–Document Automation and Production

Service (DAPS) – is an entity of the Defense Logistics Agency.• Functions much like a commercial

business in that its operating expenses are funded solely by sales.

• Provides an online ordering service at www.daps.dla.mil

• Requires DD Form 282 to procure printing

http://www.daps.dla.mil/


Questions

ROO 8B - Marketing Operations Fletcher

Documents